The Future of Marketing: Analytics, AI, and Hyland’s Path Forward

In the latest episode of Data in Chief, Jeremy Paytas welcomes Drew Chapin, former CMO of Hyland (now at Certinia), to discuss the evolution of Hyland from a single-product entity into a billion-dollar leader in enterprise content management and digital solutions. This conversation sheds light on the strategic shifts and digital innovations that have underpinned Hyland’s success, offering valuable lessons for businesses navigating the complexities of today’s digital landscape.

Growth Through Innovation

Drew Chapin’s tenure at Hyland saw the company grow from $230 million in revenue to an anticipated $1.2 billion by 2024. This growth trajectory is not just a testament to the company’s robust solutions, but also to its ability to innovate and adapt to the changing needs of businesses in the digital era.

The Power of Digital and Analytics

Hyland’s journey is a compelling case study in leveraging digital marketing and data analytics to drive business strategy and growth. Chapin highlights how the adoption of technologies like Segment and Snowflake enabled Hyland to unify and analyze customer data effectively, leading to more targeted and impactful marketing strategies.

The shift towards an account-centric marketing approach, moving away from traditional lead-driven models, illustrates Hyland’s responsiveness to the evolving buyer landscape, where decisions are increasingly made collectively and digitally.

Navigating the Digital Transformation

Hyland’s strategic overhaul of its digital presence, particularly its website, underscores the importance of aligning digital platforms with user needs and behaviors. By streamlining their site to focus on high-converting content, Hyland not only improved user engagement but also reinforced the effectiveness of digital channels in today’s business environment.

The Future of AI

Perhaps most intriguing is Chapin’s forward-looking perspective on AI in marketing. By forming a market AI council, Hyland is proactively exploring how AI can enhance content creation, personalization, and customer engagement. This initiative reflects a broader industry trend where AI is not seen as a job replacer, but as a tool that augments the capabilities of savvy marketers.

Lessons for the Future

Hyland’s story is a powerful reminder of the transformative potential of digital marketing and data analytics in driving business growth and adaptation. It highlights the importance of being agile, embracing technology, and placing the customer’s evolving journey at the heart of business strategies.

For businesses looking to navigate the digital age, Hyland’s journey offers valuable insights into the strategic integration of digital marketing, data analytics, and AI to not only meet but anticipate customer needs and market shifts.